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Here's exactly what she asked:
Dear Sean,
I am an Area Sales Manager for an IT hardware provider.
I am having real problems with my cold calling. I call up to get interest and to set up an appointment to see businesses about their hardware requirements but I never know what to say in response to objections and excuses.
Could you give me some quick pointers please?
Thanks a lot
Janet Brooker
My thoughts:
Cold calling is full of ups and downs but your success will always come down to two things:
1. What you focus on during the call
and
2. Your technique
Your primary focus on the call is to set up a meeting.
FULL STOP!
It's not to send brochures out.
It's not to engage in the pros and cons of what you can do and it's certainly not about giving up on the first objection that you receive!
So that's what you need to go into the call with on your mind - EVERY TIME!
Now, on to your technique.
We run telesales courses that cover all of this in great detail but here are some quick tips.
In an over simplistic view, here is the approach that you should be implementing on every call.
1. Get the person's attention
2. Identify yourself and your company
3. Give your reason for the call
4. Make a qualifying statement/questioning statement
5 Set the appointment
Good morning Mr Jones, this is Janet Brooker from XYZ. We specialise in ABC and we have worked with EYZ, BNY and 10 other organisations within your industry. The reason I'm calling you today specifically is so I can stop by and tell you about PRODUCT/SERVICE Y and how it can (BENEFITS)
With this opening make sure that the company you are calling are aware of the businesses that you drop into the call - this will create curiosity!
You can even go one step further
Good morning Mr Jones, this is Janet Brooker from XYZ. We specialise in ABC and we have worked with EYZ, BNY and 10 other organisations within your industry. The reason I'm calling you today specifically is so I can stop by and tell you about PRODUCT/SERVICE Y and how it can (BENEFITS), I am in your area next week, how does Wednesday at 11am sound?
Do not be frightened to ask for the appointment right up-front.
Okay, they will most likely respond in any of the following ways
Yes, let's set up a meeting (YIPPY!)
No thanks, I'm happy with what we have (BOO, HISS)
I'm not interested (BOO, HISS)
I'm too busy (BOO, HISS)
Send me some further info (BOO, HISS)
Tell me about it now (BOO, HISS)
No money (BOO, HISS)
Remember what your goal is?
Yes, it's to set up an appointment!
Here are some quick tips on how to respond to each:
WE ALREADY HAVE WHAT YOU ARE OFFERING
A lot of other companies (then name several other businesses that they may know) have said the same thing before they had a chance to see how our program/product works and could save you XYZ or another benefit in here. I'd like to stop by and just tell you about what we do or I'm in your area next week...
I'M NOT INTERESTED
Mr Jones, a lot of people had the same reaction you did when I first called before they had a chance to see how what we do will benefit them, I am in your area on the 15th, are you free at 11am?
I'M TOO BUSY
Usually salespeople respond with When will it be a better time to talk?
Instead...
They say - I'm too busy to talk You say - Oh, well the only reason I was calling was to set up an appointment
SEND ME SOME LITERATURE or TELL ME NOW
Can't we just get together? It will be a lot easier and I am in your area next Wednesday and Thursday
Reacting To Negative Comments
too expensive not right for us not a good fit
Mr Jones, a lot of our customers initially had the same reaction until they actually got a chance to see the benefits. You know, we should really get together to go through the full picture
or
Mr Jones, that's what other people said who decided to work with us. We really should get together
or
Mr Jones, Some other people we work with now had the same reaction at first. That's why we should get together
You use someone's negative response as a reason to get together!
NO MATTER WHAT THEY SAY YOU COME BACK WITH
That's why we should get together
If you are really going nowhere with the call then gather some intelligence for later when they might be in the market for your product/service.
Say something like..
Just out of curiosity are you working with anybody right now? when does your current contract end? what is important to you in a provider? etc
So, in summary:
Focus on getting the meeting.
Respond to objections 2 times and then if it's still a no then gather some information for when they will be in the market for your services and then follow up with them when the time is right.
This is pretty much a whistle-stop tour of cold calling but I hope it helps you.
